With the uncertainty of the U.S. presidential election behind us and the holiday season in full swing, we’ve entered one of the busiest travel periods of the year. 2025 travel predictions are being published daily, with both consumers and global media busy creating their plans for the year ahead.
New research from the European Travel Commission (ETC) has revealed a surge in European travel sentiment for the winter season, with 73% of Europeans planning travel between October 2024 and March 2025, representing a 6% increase from the previous year. Additionally, there is a growing interest in experiencing as much as possible within one trip, with MMGY’s Portrait of European Travellers™ revealing a three-year high (77%) of Europeans opting to explore multiple destinations in a single trip.
Concurrently, holiday travel is expected to exceed pre-pandemic levels, with AAA projecting that 55.4 million U.S. travellers will embark on trips 50 miles or more from home over Thanksgiving, reflecting a 2.3% increase from last year and marking the third-highest forecast since tracking began in 2000.
This combination of postelection momentum and a heightened demand for curated holiday getaways is exerting pressure on the travel, hospitality and culinary sectors, which are adapting to meet the evolving needs of today’s market.
The following is a summary of key global travel and hospitality trends compiled by our PR teams in the UK, Europe and the U.S. as we close out 2024 and look ahead to 2025.
TRENDS IMPACTING THE TRAVEL AND HOSPITALITY INDUSTRY
• The Search for Community and Collective Experiences – Skyscanner’s 2025 Travel Trends report reveals that “the search for community is reshaping travel behaviour.” 2024 was deemed all about cultural exploration, and 2025 is expected to build on this as the year of “truly shared travel experiences, highlighting the power of collective exploration and discovery.”
• Increased Desire for Authentic, Off-the-Beaten-Path Experiences – As travellers seek to enrich their experiences, the concept of visiting nearby destinations, whether as a detour or the main stop, is growing in popularity. With 67% of adult travellers looking for less crowded destinations and 63% likely to visit a “Detour Destination” on their next trip, travellers are favouring lesser-known gems over crowded tourist hot spots.
• “Goods Getaways” Go Viral – With the rise of social media platforms like TikTok, travelling for souvenirs has surged in popularity as travellers seek unique products from around the globe. Many are visiting local supermarkets and shops, with 39% of travellers looking for regional delicacies they can’t find at home. Popular trends include high-quality skincare from Japan, indulgent chocolate bars from Dubai and health-conscious treats from Erewhon in LA. Experiences like coffee tours in Costa Rica and tea tastings in China highlight this trend, reflecting a broader desire to enhance travel by bringing home exclusive items that showcase local culture and flavours.
• Wellness Tourism’s New Wave – Driven by the desire to cultivate better lifestyle choices, 60% of travellers are interested in a longevity retreat according to a recent Booking.com report. The report revealed temporary relaxation was no longer the main priority, with more than two-thirds (67%) looking for new wellness activities they can mix into their daily lives as they reconnect with a more balanced version of themselves. Fifty-eight percent revealed they would pay for a vacation that’s sole purpose was to extend their lifespan and well-being.
• A Renaissance for Hotel Restaurants – When travellers are choosing hotels, they are not only booking rooms – they are booking tables. According to a recent Expedia report combining data and research from Expedia, Hotels.com and Vrbo, hotel restaurants are significantly contributing to hotel revenues and upping their culinary game for travellers. The report also cites that close to a third of travellers note room service from a famed restaurant in the hotel would make them more likely to book, while 31% say tables that are reserved exclusively for guests would be their top reason.
UK MEDIA OPPORTUNITIES AND SHIFTS
• Nigel Thompson has retired from his position as the travel editor for Reach PLC national newspapers (the Mirror, the Daily Express, etc.) with no news of his replacement.
• Georgia Stephens has been appointed as features editor at National Geographic Traveller. She was previously commissioning editor of the magazine.
• Alex Mead has left his role as editor at large at Food and Travel magazine.
• Lydia Bell has been promoted to senior features editor at Condé Nast Traveller. She was previously features editor at the publication.
• The Sunday Times has announced an editorial special, “Welcome to 2025 – 81 holidays for this year,” to run on 29 December 2024.
• The Sun is offering a new influencer marketing package to help travel brands create more impactful marketing campaigns.
U.S. MEDIA OPPORTUNITIES AND SHIFTS
• Riya Anne Polcastro has joined Success magazine as an online travel and lifestyle contributor. She also contributes to Yahoo, the Daily Meal and Food Republic.
• Mariel Garza has left her position as the editorials editor at the Los Angeles Times.
• Michael Vito Valentino, editor in chief of NowThis, announced the launch of the company’s inaugural NowThis Advisory Board to further support its pivot toward a Gen Z audience.
• Mae Hamilton has started a new role at Travel + Leisure as a digital editor covering hotels and lifestyle news.
